Browsing by Author "Juventus, Leocardia Lwitakubi"

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    The role of marketing and promotion in improving library use: A case of Hubert Kairuki Memorial University and Muhimbili University Health and Allied Sciences.
    (University of Dar es Salaam, 2013) Juventus, Leocardia Lwitakubi
    This study examines the role of marketing and promotion in improving library use. The study focused on Muhimbili University of Health and Allied Sciences and Hubert Kairuki Memorial University libraries. The case study involved both primary and secondary data. A sample of 165 respondents was chosen through simple random sampling; however, only 158 returned the questionnaires. In addition, two librarians from each library were interviewed. The study established that library use improves when current and relevant materials available consisted with effective library orientation and information literacy programmes. Moreover, the automation of library services/products was found to attract many library users. On the whole, the study found that marketing of library services and products on the notice boards and other popular spots for students helped to popularise library services. On the basis of these findings, the study recommends that libraries should have adequate resources including effective marketing and promotion tools, human capital and physical environment to boost usage by clients. In addition, the librarians should involve various library stakeholders in marketing and promoting the library services. Moreover, such academic libraries can create strategic alliances with other libraries to share experiences and the available services/products. Alternative sources of funding should also be found to solve the problem of limited budgets. Also regular trainings, development and updating of services/products should be a central strategy within the library. More studies can also be undertaken to determine how institutional libraries market electronic products and services and overcoming the inherent challenge. Moreover, a comparative study can be conducted to determine the effectiveness of marketing and promotion strategies for automated and non-automated library services under the present age where online resources appear to take over.